The art of guerrilla marketing is not only focused on the great idea, but an idea that is able to engage with a well defined and targeted audience on a very low budget.
Every marketer dreams of crafting the ideal guerrilla campaign – the entertaining flashmob which takes everyone by surprise, the on-street shock theatrics or the daring stunt which goes viral and tops the ‘Rude Tube’ chart! Thanks to the digital revolution, we can take guerrilla activities global if performed successfully. However, guerrilla campaigns require accurate planning and a highly targeted activity in order to avoid pitfalls and to maximise your budget spend more effectively.
Consumers want to be entertained and they expect the ‘best of the best’ in every experience with a brand. By using an unexpected ‘guerrilla’ approach, brands can create unique experiences for their audience, and generate a huge amount of buzz around their brand. But how do you determine if guerrilla is right for you? How can it be used to achieve your brand objectives?
Guerrilla marketing involves developing off-the-wall, unconventional ideas that people can’t help but notice. It is all about using innovative concepts to connect your brand with your customers in the right place, at the right time. Depending on the concept, it can be done on a permission or non-permission basis. It can involve street teams, publicity stunts, street theatre, poster boards, lamppost advertising, street stencilling, but it must be unique and relevant to your brand.
Here at Hotcow, we are constantly in touch with the latest experiments to engage with consumers. There is currently a great blog on the Creative Guerrilla Marketing site, which features 80 great examples of guerrilla campaigns. We have also seen some great guerrilla campaigns recently such as the Ultimat Vodka in New York, the TNT ‘Push the Button’, and the ‘Put the Zombies back on TV’ from AMC Network, which turned out to be great viral hits on Youtube.
Depending upon the tactics you use, with smartphones now being so commonplace, mean that people will actively engage with your campaign by taking photos and videos of it, uploading onto a host of platforms and and sharing it with others, generating global success.
If you are looking to surprise your consumers, we outline five reasons to implement guerrilla tactics within your marketing campaign:
1. You have a small budget: Guerrilla marketing can generate effective results with inexpensive, small-scale stunts.
2. You want to generate attention: Guerrilla is unconventional and unexpected so consumers will be more likely to take notice.
3. You want to surprise your audience: Your consumers will come face to face with your brand and this is your chance to entertain them and start conversations.
4. You want to create something remarkable: Guerrilla campaigns can create amazing social content for sharing via social media, enabling you to reach a diverse and international audience.
5. You want to increase brand credibility: You can reward your consumers with beneficial information and substantial content.
Hotcow has delivered targeted and successful guerrilla campaigns such as the Tiger Beer Tribute Festival, Aer Lingus stunt for £9.99 flights, and the release of Jackass No.2 to name a few. Exceptional Guerrilla Marketing will give people remarkable brand experiences with added value and entertainment, which can turn your audience into great brand advocates.
Hotcow is a multi-award winning Experiential Marketing agency. We get brands in front of consumers in ways that persuade them to buy. We fully implement our ideas; nothing needs to be farmed out. For more information or a free consultation about developing the right guerrilla strategy for your brand, contact us.